In Sum, CMO Moves Reveal New Demands, Required Skills

Exclusive Analysis From Russell Reynolds Points to Digital Chops as Critical

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CMO CHANGE GAUGE
A look at many of the marketing moves that took place between Q1 and Q2 2011.
For the full list of moves, go to russellreynolds.com.
NAME CURRENT ROLE PREVIOUS ROLE
Andrew Davison CMO, Crocs CMO, B-cycle, joint venture between Humana, Trek Bicycle Corp. and Crispin Porter & Bogusky
Oliver Loomes Global brand director, Guinness Director-marketing and innovation, Diageo
Mary Kay Kopf Senior VP-CMO, Electrolux VP-brand marketing, major appliances NA, Electrolux
Chris Perry VP-US marketing, General Motors U.S. VP-Chevrolet marketing
Lesya Lysyj CMO, Heineken USA VP-marketing of confectionery in the U.S., Kraft Foods
Dustin Cohn Senior VP-CMO, Jockey International CMO, Optimer Brands
Sam Rovit Exec VP-strategy, Kraft Foods Partner, Bain & Co.
Andy Horrow CMO, Mike's Hard Lemonade CMO, Tropicana U.S.
Marc Mathieu Senior VP-marketing, Unilever CEO-founder, BeDo
Robert Wilke CMO, VitaminSpice Owner, Wilke Communications
Celia Rao Visconti Senior VP-marketing, Chico's Exec VP-CMO, New York & Co.
Seth Farbman Global CMO, Gap Worldwide managing director, Oglivy
Trish Mueller VP-CMO, Home Depot VP-advertising, Home Depot
Erwin Hinteregger VP-marketing, Sunglass Hut,Luxottica Retail Director-emerging business, Wm. Wrigley Jr. Co.
Oren Aviv CMO-co-president for theatrical marketing, 20th Century Fox President-production, Walt Disney Studios
Mark Greatrex Senior VP-CMO, Cox Communications Senior VP-global still beverages, Coca-Cola Co.
Steven Chien CMO, Kaboodle VP-business development, Nextag
Barbara Messing CMO, TripAdvisor.com VP-general manager, Hotwire's Travel Ticker
J.Russell Findlay CMO, Major League Soccer and Soccer United Marketing Marketing-management roles at PepsiCo, Unilever
Kevin Newell Exec VP-global chief brand officer, McDonald's Corp. Senior VP-restaurant support officer, McDonald's
Laurine Garrity CMO, The Charles Schwab Corp. CMO, TD Ameritrade
Chris Maloney Senior VP-head of marketing, Wells Fargo Advisors CMO-senior VP, Experian's U.S. consumer division
Debra Coughlin Exec VP-global CMO, DraftFCB Exec VP-CMO, Citicards and executive branding and advertising for Citi NA's consumer brand, Citigroup
Ed Haslam Senior VP-marketing, YuMe Co-founder and VP-marketing at Groupon's Ludic Labs
David Kimbell VP-marketing, US Cellular CMO, Seventh Generation

The marketing-officers practice at global executive search and assessment firm Russell Reynolds Associates charts CMO moves in our ongoing quarterly publication, Marketing Moves, featured on russellreynolds.com. Here, for the first time, we highlight those moves for Advertising Age, providing our exclusive analysis of the moves and an inside look at the evolving role of the CMO.

Over the past six to nine months, we've seen a next-generation marketer begin to emerge. The old "CPG academy" model is evolving to a "hybrid marketer" model -- and it's changing the career path and experiences of today's top marketers. A more typical path might now include a career start in traditional brand management, then a move to an online, direct-to-consumer or new-media environment -- to gain significant digital marketing expertise, ideally, in a culture of innovative thinking.

In fact, given new realities, many next-generation marketers will come out of cutting-edge digital agencies and the media industry.

Looking at the most recent CMO moves, we're able to extrapolate some of the ways the role is evolving in the marketplace -- particularly at organizations where the emphasis is shifting toward customer insight and relationship building. For one, the CMO's ability to drive measurable demand generation is critical and now more complex than ever with the increased number of channels and methods available to connect with customers.

Meanwhile, demand for hands-on/operational marketers who have the ability to move at a rapid pace and stay in front of the customers is rising: Executive teams want to see tangible results, quickly.

In addition, CMOs must be deeply cognizant of emerging trends in the digital arena and confident enough to lead the organization in terms of creating or altering a relevant strategy for the brand.

The CMO must be seen as an authentic advocate for customers and, conversely, as a listening ear to customers who are advocates. That's because increased activity in user reviews and customer feedback gives new and existing customers a more credible voice that marketers must hear and react to in tangible ways.

Digital-to-consumer continues to grow in importance across all customer demographics, so understanding how to forge both one-on-one and broader community ties with core consumers via digital media is critical.

Finally, digital/social-media experts are leading the way in brand communications, and these leaders may be suitable for client-side roles. The cultural implications for organizations that go this route are key -- companies must be truly open and ready for change when embracing new technology and communication tools.

Moves That Define the Trends
The appointment of Rebecca Van Dyck as CMO of Levi Strauss & Co. Her training at Apple -- a company recognized for its innovative marketing strategies -- brings a valuable skill set to the Levi's brand.

New York & Co. hired Eran Cohen as exec VP-CMO from Payless Shoe Source. He is an example of an exec coming out of a company with a proven record of transforming brand through innovation in product offering and customer experience.

Campbell Soup created a new role for Darren Serrao as VP-general manager, beverages and breakthrough innovation, charged with the added responsibility of accelerating innovation across the company's U.S. retail businesses.

Mark Dowley joined Under Armour as exec VP-global brand and president-international from William Morris Endeavor. He brings more than 20 years of global marketing experience.

Larry Lieberman's CMO appointment at SocialVibe. His ability to connect brands with emerging technologies enables brand promotion through social media while tying consumers' efforts to charitable giving.

ABOUT THE AUTHORS
Brenda Malloy is a consultant in the global retail practice at Russell Reynolds Associates, specializing in executive and board-level searches across the wholesale and retail sectors encompassing luxury, specialty, mass, big-box and department stores. Margot McShane is a consultant in the consumer sector at Russell Reynolds Associates, specializing in conducting senior-level searches for internet, retail and consumer-products clients across a range of categories. Melanie Steinbach is a consultant in the marketing officers practice and global retail practice at Russell Reynolds Associates, specializing in recruiting functional executives in general management, merchandising, marketing, operations, product development, strategy and business development.
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